Since it’s launch in 2010, Instagram has overtaken Twitter and now sits in 2nd place in the Social Media stakes. In April, the social sharing site hit a huge 700 million active users per month, compared to the 328 million on Twitter.

It is therefore baffling when we hear B2B companies dismissing Instagram as an effective platform for marketing their businesses. We’ve heard pretty much every excuse under the sun about why your B2B company can’t or shouldn’t be on the site, so we thought we would compile the common objections and our counterproposal for each:

Objection #1 – Our target audience/ customer base isn’t there

As mentioned previously, Instagram has 700 million users a month. To be honest, even if your business is super niche, you can almost guarantee there will be users who are interested in your products/ services. Use the hashtags wisely and you will be able to effectively reach out to an audience who are actively looking for what you offer.

Objection #2 – Only kids use Instagram

According to, 31% of Instagram users in the UK are aged between 18-24, 30% are aged between 25-34 and 30% are 35+. This means that a whopping 91% of UK users are adults. We’ll just leave that one there.

Objection #3 – Instagram is only for the US market

Recent statistics from Omnicore shows that 80% of Instagram users come from outside of the US. It’s also important to note that just because you may not serve customers in other countries, it doesn’t mean they can’t support or promote your page.

Objection #4 – Our content wouldn’t be interesting on Instagram

The fact that you’re in business in the first place shows that your customers feel differently. If they don’t find you interesting or of value, why are they buying from you? Just be creative with your content delivery.

Objection #5 – It’s full of selfies, celebrities and food

Yes there are a lot of pictures like this, but there’s also over 40 million pictures uploaded per day so it’s not just Kim Kardashian and avocados. Loads of B2B businesses have embraced the platform and are reaping the benefits.

What kind of things should you be posting for B2B?

Show off your employees and culture

Share your work and products

Use hashtags to interact with your followers and to attract new prospects

Even selfies…

…And food!

Hopefully we have you persuaded that it’s a great tool to add to your marketing mix. If not, then we will leave you with one final stat: Instagram is projected to hit 1 Billion users by the end of October 2017, so can you really afford to not be on the platform?


P.S. Did you know you can import your Instagram feed into your website too? Take a look at how we’re using Instagram on our website here:

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